Please ensure Javascript is enabled for purposes of website accessibility
Free Article Join Over 1 Million Premium Members And Get More In-Depth Stock Guidance and Research

Why Peloton Interactive Stock Was Sliding Today

By Jeremy Bowman - Dec 3, 2019 at 3:53PM

You’re reading a free article with opinions that may differ from The Motley Fool’s Premium Investing Services. Become a Motley Fool member today to get instant access to our top analyst recommendations, in-depth research, investing resources, and more. Learn More

Backlash against a recent ad seemed to cause the stumble.

What happened

Shares of Peloton Interactive ( PTON -2.02% ) were falling back today in an apparent response to negative publicity over its recent holiday ad. Shares of the maker of the expensive interactive exercise bike had risen steadily through November in anticipation of a strong holiday season, but investor sentiment seemed to reverse today in a possible sign that the stock had been overbought.

The stock was down 9.3% as of 2:14 p.m. EST.

A woman riding a Peloton stationary bike.

Image source: Peloton.

So what

The video ad, which depicts a woman being gifted a Peloton bike by her husband, was posted on YouTube on Nov. 21 but went viral on Twitter yesterday.

At time of writing, it had racked up nearly 9 times more thumbs-down (6,700) than thumbs-up (761) votes. Commenters had a litany of complaints, arguing that the gift itself was in poor taste and that the woman already seemed in shape before receiving the bike despite talking about "her journey" over the past year. Here's a sample of the reaction:

The ad clearly seems to be a PR miss, at least for the chattering class on Twitter. But the movement in the stock is more likely in response to the recent run-up in Peloton shares and the fact that it has become a battleground stock after shares touched an all-time high yesterday on reports of strong Black Friday sales and a number of bullish comments from analysts.

Now what

Peloton's volatility is likely to continue, as 66% of the stock is sold short, indicating most investors expect the stock to fall. The company is putting up strong growth, with sales doubling in its most recent quarter to $228 million, and it expects roughly 61% revenue growth for the full year to $1.45 billion to $1.50 billion. However, the company is not profitable.

Keep an eye on its next earnings report, because the holiday season is key for the interactive fitness specialist. The backlash from the ad is likely to blow over, but fundamental questions about the company's business model and its addressable market for the luxury product remain.

This article represents the opinion of the writer, who may disagree with the “official” recommendation position of a Motley Fool premium advisory service. We’re motley! Questioning an investing thesis – even one of our own – helps us all think critically about investing and make decisions that help us become smarter, happier, and richer.

Invest Smarter with The Motley Fool

Join Over 1 Million Premium Members Receiving…

  • New Stock Picks Each Month
  • Detailed Analysis of Companies
  • Model Portfolios
  • Live Streaming During Market Hours
  • And Much More
Get Started Now

Stocks Mentioned

Peloton Interactive, Inc. Stock Quote
Peloton Interactive, Inc.
$43.55 (-2.02%) $0.90

*Average returns of all recommendations since inception. Cost basis and return based on previous market day close.

Related Articles

Motley Fool Returns

Motley Fool Stock Advisor

Market-beating stocks from our award-winning service.

Stock Advisor Returns
S&P 500 Returns

Calculated by average return of all stock recommendations since inception of the Stock Advisor service in February of 2002. Returns as of 12/04/2021.

Discounted offers are only available to new members. Stock Advisor list price is $199 per year.

Our Most Popular Articles

Premium Investing Services

Invest better with the Motley Fool. Get stock recommendations, portfolio guidance, and more from the Motley Fool's premium services.